rebranding to increase funds
DESCRIPTION
TRANSCRIPT
Rebranding to increase funds
Bridget GardinerDirector of Fundraising and Marketing
Karen CornesMarketing and Digital Manager
Outline of session
• Brief background to Epilepsy Society
• Objectives for our rebrand
• How we achieved buy-in / overcame opposition
• How we delivered on a modest budget
• Effect rebrand has had on fundraising income
• Top tips and ideas for re-engergising your fundraising
• Largest medical epilepsy charity in the UK
• Information, care, support, assessment, research
• Change of focus and funding in last 5 years
• Turnover c. £17 million
• Voluntary income = 17%
• Residential care and supported living – 53%
• Medical care and assessment – 15%
Epilepsy Society
Do you know anyone affected by epilepsy?
Misunderstanding and stigma
Crowded market place
120 years old
Old brand
www.epilepsynse.org.uk
Rebrand objectives
• To increase awareness of our charity, leading to increased funding and more support for people affected by epilepsy.
• Make ourselves known and recognised, as there are around 30 epilepsy charities in the country competing for attention and funds. We needed to maintain and ultimately increase fundraising income.
• To reinvent the term ‘society’ by building on our history but at the same time broadening and modernising ourselves, so that we reach out to more people across the varying levels of severity of epilepsy.
It takes time to rebrand!
It took us over three years!
Overcoming barriers
62% of responders to questionnaire in 2008 saidwe should not change our name
‘Younger people come into a company or society and immediately want to make changes, but there is no point in change for
change’s sake’
‘just because it is trendy to do
so’
How we got buy-in
Epilepsy Society
Social Media
How we delivered on a modest budget
Fundraising income
2009/10 2010/11 2011/120
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Voluntary income excluding legacies
Fundraising costs
2009/10 2010/11 2011/120
100,000200,000300,000400,000500,000600,000700,000800,000900,000
1,000,000
Fundraising expenditure incl. support costs
• Individual giving up 12% to end of October compared with 2011
• Community, challenges and sporting events up 28% to end of October compared with 2012
How are we doing in 2012?
• Take it slowly
• Deal with concerns & capture the praise
• Demonstrate economies
• Keep reminding stakeholders why you are doing it
• Decide on your priorities
• Focus on your supporters
Top tips – rebrand external
• Make it fun
• Involve and engage
• Demonstrate / visualise the brand
• Make it relevant to staff and volunteers
Top tips – rebrand internal
• Visualise the brand• Choose a colour which people are happy to wear• Low cost merchandising items and giveaways to
reinforce the brand• Spread costs across three financial years• Energise supporters to promote the new brand• Celebrate success in all communications and on
website• Dovetail with a proactive and detailed programme of
stewardship
Top tips – fundraising and rebrand
Top tips – fundraising and rebrand
Top tips – fundraising and rebrand
Top tips – fundraising and rebrand
Any questions?